Here's the truth. Not all key accounts are created equal but the results you get are equal to this one trait. You're ability to communicate and deliver consistent value that matters to your customers weekly.
You might look at this and think. Hey, I know this and I got this!
If you really understand value then the response wouldn't be I know this it should be how do I do this better.
Value is a key success trigger because within it lies your influence, reputation, position, authority and ultimately your sales and relationship success. Value is a moving entity that the customer owns but we can influence as you get to know their needs, goals, concerns and desires.
The effectiveness of the value you deliver depends on 6 'Delivering Value Principles' that transfers across any medium and platform you use to deliver it.
- Contextual - Why is this important?
- Relevant - Why is it important to them today?
- Clear - Have you made it easy for them to understand?
- Strategic - How does this fit with their overall goal?
- Personal - How does your client contact personally benefit?
- Action focused - What should they do or respond to because of it?
The 6 principles helps focus the value you give to ensure its as effective and helpful to your client as possible.
Have you ever considered these three questions?
- What is the measure you hold for delivering value to your customers?
- How do you know the result of the value you give produces growth in your key customer relationships?
- How strategic is the value you create for your key customers?
If you're unsure of the answers to the questions above or simply hadn't consider them now's your chance. In key account management You want to know what you deliver for your clients is meeting a goal you have. If its building influence then what does the result of this look like? if its improving your customer satisfaction or multiple things then you need to consider this.
The quality of the value you bring is equal to how clear you are about the result you want and how well you apply the 6 'delivering value principles'.
The mistake sales professionals can make is to think sending or sharing an article is delivering value. Many times that's just showing thoughtfulness and care which is great for your relationships.
When thinking about the value you deliver to and for your customers think of it this way.
Adding value is sharing information based on your expertise, available resource and capabilities that helps your customer today. Creating value is something you do with insight about your customer, their world and collaborating with their resources, expertise and capabilities that sets up conversation for tomorrow.
Why is this important? Great key account managers do both. They're both providing valuable information that drives change today but also insight that sets up success and results for tomorrow.
The next time you think of value think of it in two parts.
Is the information you're sharing adding value or creating value? The response for each will be different.
- Adding Value - Information that they can use today and helps establish current communication for positioning and relationship building.
- Creating Value - insight that positions conversations we might have tomorrow or provokes thinking for change that you and your customer might need to consider for the near or distant future. For influence and authority building.
Before you craft the next message to your customer consider the goal and what kind of value you want to deliver. Use the 6 principles and prepare your value for results.
If you resonate with what I write Send me a LinkedIn request. If you're a key account manager, sales leader of consultant responsible for and concerned with existing customer retention and growth get connected to my customer growth email series and mailing list HERE. You can start the process of learning a new framework of thinking to growth. www.jermaineedwards.com
Founder of the Key Account Hack System - New Key Account thinking that transforms customer relationships and creates predictable sales growth.